Daniel Scheffold, a Tobii Certified Instructor from Tobii Pro has started a 4-part series of advanced topics in eye tracking.

Check it out below!

This is the first part of four in our mini-series on advanced topics in eye tracking. We begin with a topic that is fundamental to the technique: classification of eye movements.

Why do we need to classify eye movements in the first place?

Most modern eye trackers are video-based. Images of the eye captured at regular intervals, the sampling rate, are processed to calculate instantaneous gaze position. This discrete data stream must then be converted back to the informative, continuous eye movements for analysis. This digital-to-analog conversion is accomplished by passing the raw gaze samples through an event detection algorithm called the fixation filter.

Fixation filters can come with adjustable parameters to enable tailoring their characteristics to specific circumstances. Choosing the appropriate parameters is of fundamental importance in properly classifying eye movements and calculating valid metrics based on the resulting fixations and saccades.

How do I apply it?

There are a variety of fixation filters and researchers may choose based on those commonly used in their field. If using Tobii Pro Studio for analysis, you can choose from several with varying levels of complexity and adjustability.

The Tobii Pro Studio default is the Tobii I-VT fixation filter. As a classification filter that operates on the velocity of eye movement, it is effective and commonly used in human behavior research.You can find the algorithm description here: Download White Paper: Tobii I-VT Fixation Filter

Tip: As reviewers get more demanding and want to understand better how you processed your data, we encourage you to cite this White Paper and the parameters chosen in your methodology section if you use this filter.

As this is a generic eye movement filter, it is reasonable to review and validate the parameters of your eye movement filter empirically. You find a great hands-on guide for this is in Chapter 5.3, pp. 153 in “Eye Tracking – A Comprehensive Guide to Methods and Measures” from Holmqvist & Nyström et al. (Oxford University Press, 2011). In Tobii Pro Studio, the Velocity Chart can aid you in this process (see Tobii Pro Studio manual Appendix 14.2)

To summarize,how you classify eye movements in your data is an extremely important step in your research and can have a massive influence on the calculated measures, so choose carefully.

On 27 September 2016, we attended Innovation Labs World in Singapore as an exhibitor, displaying Tobii eye tracking equipment and our research consultancy services, engaging with the public sector. Indeed, there was copious amount of interest in eye tracking from the various government agencies – thanks to GovTech’s Government Digital Services Hive UX Lab where they use a Tobii Pro X2-30 screen-based eye tracker for their UX research!

But this event was more than just about showcasing the equipment. It gave us a glimpse into the future that beheld Singapore’s design, technology and IT sector for public service innovation.

The series aims to reveal dramatic shifts in the perceived challenges, concerns, hopes and expectations of Asian consumers via the results from ACI’s signature Pan Asian Wave Study. Hear from renowned industry and academia speakers as they share their views on what could mark the next phase of evolution for Asia consumers and companies.

As you might have expected, this book will teach readers how to do eye-tracking studies the right way, choosing the right device, analysing and presenting the right way, and so on and so forth…..Yes, it virtually covers every aspect of what you need to know and consider before adding eye-tracking to your research toolkit.

Richly illustrated and clearly witten, this book stands apart from similar books in that it presents information in an approachable and accessible way. Despite all the technical bits, reading it certainly did not give us the feelings of reading a textbook!

However, the main reason why we like this book is the main theme that runs throughout the book: “Think first, Track later”. Aga Bokjo advocates that eye-tracking will not always be the most appropriate research methodology, unless the data it generates can be used to answer particular research objectives. Check out an excerpt for the book here.

By being brutally honest about the real benefits and limitations of eye-tracking, this book offers a refreshing take on the controversial research method. Coming from a background that blends rigorous academic research with an abundance of UX industry experience, Aga Bokjo gives us “actionable insights” and guidance to adopting (or not) the eye-tracking research methodology. Because of the scientific rigour that Aga Bokjo tries to instill in readers, this book appeals not only to the UX industry, but to the academic world as well.

Do you want to find out how eye tracking can help your research? Do drop by Objective Experience and pick up a copy of the book. Alternatively drop us an email at info@objectiveexperience.com for a knowledge sharing session.

Lynette Goh, our very own senior eye tracking research consultant, recently spoke at the South East Asia POP (Point of Purchase) Summit in Manila. She described how wearable eye tracking helps brands and retailers in understanding shopper dynamics and their interaction with in-store marketing.

This Summit was organized by 11-FTC and Fujifilm Philippines to grow and change the POP landscape with new research and materials technologies in SEA.

Tobii Glasses 2 were showcased at the event and demonstrations were booked solid through out the conference.

This is the next wave of scientific research in shopper research in the Philippines, are you on board? Contact 11_FTC for consulting services in Manila.